WATSONVILLE &GT;&GT; Garth Watrous started in the hat business before he could walk.

Watrous' father, Gary Watrous, founded the hat company Head'n Home in the early 1970s. When Watrous was born, his father simply put a crib in the shop.

"I've been doing this ever since I was a kid, said Watrous, 39. "Ultimately, my dad taught me everything I know."

It's no surprise, then, that Watrous became vice president of Head'n Home seven years ago. In addition, the Freedom resident recently landed a spot on the boards of American Made Matters and the Headwear Association, the oldest, largest and most prestigious hat trade organization in the world.

Head'n Home, the parent company of American Hat Makers in Santa Cruz County, manufactures men's and women's leather hats for internationally renowned brands including Steampunk Hatter, Ashbury Hats, American Outback Hats, SolAir Hats, Voodoo Hatter and Double G Hats — named for Garth and Gary, of course. The hats range in cost from $50 to $450, and all are made in Watsonville using American leather and materials.

"We pride ourselves on the best hats in the world, and I think that being family-owned and family-operated gives us a chance to maintain that," Watrous said. "Most people have gone oversees and been enticed by the price point. We've had some lean years — it hasn't all been gravy — but we've stayed consistent to our motto 100 percent U.S.-made and a lifetime guarantee."

While the company has always boasted premium materials and manufacturing, thanks in part to Watrous' marketing and social media expertise, the business has doubled over the past five years.

"I've brought in a lot of young energy, and I think it's a lot about that (energy) at the end of the day," Watrous said.

To Watrous, though, marketing is more than just updating the company's Facebook page. He regularly travels the country, where he'll even attend motorcycle races just to spread the word about the hats.

"Sometimes I have to be the one that goes out there, shakes hands, meets and greets," he said. "There's no substitution to meeting the owner."

Still, at the end of the day, Watrous says, he couldn't do it without his father.

"I haven't taken anything over; everything is a partnership and everything is a joint decision," he said. "My dad works like a dog, and I'll never outwork him. The guy is incredibly driven, and we work side by side."

Getting to Know

Garth Watrous

Born: May 21, 1975, in Santa Cruz

Family business: Head'n Home was started by Garth's father Gary, who's still very involved in the business. Garth's wife Hannah Watrous also works for the company, as does Watrous' uncle, aunt, sister and mother.

Education: Attended and graduated from San Diego State on a golf scholarship. 'I'm a member at Seascape, and I still carry a 2 handicap. I don't play much, but I can still play golf.'

Head'n Home history: After investing in $20 in leather and $20 in tools, Watrous' father started selling belts, wallets and purses in the early '70s out of his 1963 Chevy station wagon.

Personal preference: Watrous' favorite line of Head'n Home hats is Ashbury Hats, which is known for its fashionable fedoras.

In the works: While Watrous didn't give out a lot of details, a Head'n Home retail space is in the works in Watsonville. 'Stay tuned. There will be a big announcement, and we're excited.'